Conversion Thursday (London) Multichannel online optimisation and personalisation

Multichannel Online Optimisation and Personalisation

Oren CohenOptimizely

How we Imagine our Conversion Funnel

The Plan

Revenue

Revenue Per Visitor

Conversion Rate

Length of Funnel

Completion Rate

Average Order Value

Quantity Price

Visitors

Retention

Email

Acquisition

Paid Organic

But in Reality…

The Implications

Checkout

Revenue Per Visitor

Conversion Rate

Length of Funnel

Completion Rate

Average Order Value

Quantity Price

Visitors

Acquisition Retention

Add To Bag

Revenue Per Visitor

Conversion Rate

Length of Funnel

Completion Rate

Average Order Value

Quantity Price

Visitors

Acquisition Retention

Wishlist

Revenue Per Visitor

Conversion Rate

Length of Funnel

Completion Rate

Average Order Value

Quantity Price

Visitors

Acquisition Retention

Use Quantitative Analysis

15

20

1800

696

5428

16

35

2006

1023

5529

0 1000 2000 3000 4000 5000 6000

iOS App

Android App

Tablet

Mobile

Desktop

Sessions over 3 months, thousands

Traffic by Device / Platform Q1 2015

Q4 2014

0.00%

0.20%

0.98%

0.14%

3.40%

0.00%

0.19%

1.22%

0.18%

3.68%

0.00% 1.00% 2.00% 3.00% 4.00%

iOS App

AndroidApp

Tablet

Mobile

Desktop

Conversion Rate by Device / Platform Q1 2015

Q4 2014

Together with Qualitative AnalysisGet to Know your Customer’s Experience

Define the Journey Define the Optimisation Roadmap

• Optimise first time user activation

• Improve in-app purchases

• Increase Desktop Revenue by growing email customer base

• Optimise email registration

• Increase desktop traffic to take advantage of higher conversion rates

• Optimise conversion funnel to increase revenue

• Monitor email traffic source

• Target users registered through the app for more app education

But What about Personalisation?

The Basics: Think about the entire user experience

Checkout

Revenue Per Visitor

Conversion Rate

Length of Funnel

Completion Rate

Average Order Value

Quantity Price

Visitors

Acquisition Retention

Add To Bag

Revenue Per Visitor

Conversion Rate

Length of Funnel

Completion Rate

Average Order Value

Quantity Price

Visitors

Acquisition Retention

Wishlist

Revenue Per Visitor

Conversion Rate

Length of Funnel

Completion Rate

Average Order Value

Quantity Price

Visitors

Acquisition Retention

Next: Target Specific Audiences

Checkout

Revenue Per Visitor

Conversion Rate

Length of Funnel

Completion Rate

Average Order Value

Quantity Price

Visitors

Acquisition Retention

Add To Bag

Revenue Per Visitor

Conversion Rate

Length of Funnel

Completion Rate

Average Order Value

Quantity Price

Visitors

Acquisition Retention

Wishlist

Revenue Per Visitor

Conversion Rate

Length of Funnel

Completion Rate

Average Order Value

Quantity Price

Visitors

Acquisition Retention

Browsed

Men/Women

New Vs.

Purchased Before

Define the Journey Define the Optimisation Roadmap

• Optimise first time user activation

• Improve in-app purchases

• Increase Desktop Revenue by growing email customer base

• Optimise email registration

• Increase desktop traffic to take advantage of higher conversion rates

• Optimise conversion funnel to increase revenue

• Monitor email traffic source

• Target users registered through the app for more app education

• Can I do it?

• Does it justify the overhead?

• Is it helpful or creepy?

Personalisation Challenges

• Optimise to support your business objectives

• Monitor the customer journey

• Walk before you run

• Everything is already possible (almost)

Takeaways

User Experience Optimisation

Revenue

Revenue Per Visitor

Conversion Rate

Length of Funnel

Completion Rate

Average Order Value

Quantity Price

Visitors

Retention

Email

Acquisition

Paid Organic